| The state’s attention to students’ physical fitness and the development of mobile Internet information technology provide policy basis and technical support for the development of sports APP.As sports APP have the universal characteristics of Internet products,namely great liquidity,and there are many similar products in the market,users have great choices,leading to fierce competition in the sports APP market industry.College students are the backbone of the application of sports APP,and their willingness to continue to use sports APP also affects the sustainable development of the sports APP market.However,it has recently been found that college students are facing problems such as "zombies" and uninstalling sports APP.What factors influence college students’ willingness to continue to use sports APP still needs to be further explored.In addition,the rapid development of the Internet has promoted human beings to enter the information age of intelligent high-tech,and personalized customization and personalized experience have become the focus of meeting users’ needs.Moreover,existing studies in other fields have confirmed that personalized services will directly affect users’ willingness to continue using.A discussion on whether personalized services will affect college students’ willingness to continue using sports APP.If so,in what way?Therefore,it is of great practical significance to explore the influence mechanism between personalized service and college students’ willingness to continue to use sports APP to improve the personalized service function of sports APP and further enhance college students’ willingness to continue to use sports APP.Based on the personalized services on college students’ sports APP will affect the continuous use as the research object,in the summary about sports APP sustainable willingness and personalized services,on the basis of relevant theoretical study,based on the theory of information system model of the continuous use,the personalized service as a new variable,build a research model of this article;The research methods are mainly using literature method,questionnaire method and mathematical statistics method to investigate 418 college students from 4 universities in Wuhan who have used sports APP with the questionnaire of perceived usefulness scale,satisfaction scale,personalized service scale and continuous use intention scale.Statistical software SPSS23.0 and AMOS24.0 were used to conduct independent sample T test,analysis of variance,correlation analysis and reliability test for 418 recovered valid sample data,and exploratory factor analysis was used to test the validity of the sample data.Using confirmatory factor analysis on the sample data of convergent validity and differentiate validity and study the fit of the structure of the model test,the control sports APP use fixed number of year,use a number of times,on the basis of using the process plug-in to validate this paper puts forward the assumption of the content in the study,finally in this paper,we study the results of the analysis,the following conclusions:(1)Keep has the largest number of users among college students.In addition,college students use sports APP to exercise,lose weight and relieve pressure.(2)sports APP used more than five times a week,and the use of 3 to 5 times a week of college students and college students under sports APP use 3 times a week on the perceived usefulness and continuous use will have significant differences,sports APP used more than five times a week and use three to five times a week of college students travel there is no performance on the above two variables of the opposite sex;College students who have used sports apps for more than 3 years and 1-3 years are significantly different from those who have used sports apps for less than 1 year in terms of perceived usefulness,satisfaction and willingness to continue using them.College students who have used sports APP for more than 3 years and those who have used them for 1-3 years do not show the travel difference in the above three variables.(3)Personalized services can positively and directly influence college students’ willingness to continue to use sports APP;(4)Perceived usefulness and satisfaction were two mediating variables between personalized service and intention to continue using,which played a partial mediating role;The influence of personalized service on college students’ willingness to continue to use sports APP is,on the one hand,directly influenced the willingness to continue to use,on the other hand,it can also have an indirect impact on the willingness to continue to use by affecting perceived usefulness and satisfaction.(5)Perceived usefulness and satisfaction played a chain-mediated role in the relationship between personalized services and college students’ willingness to continue using sports APP.To be specific,personalized services will indirectly affect the intention to continue using through three pathways.One is through the mediating effect of perceived usefulness.Secondly,through the mediating effect of satisfaction;Third,through the chain mediating effect of perceived usefulness and satisfaction,college students’willingness to continue to use sports APP is affected.For personalized services on college students’ sports APP will affect the conclusion,the continuous use to perfect sports APP personalized service functions,improve sports APP users’ willingness to continue to use,to promote the sustainable development of the sports APP market,put forward the following Suggestions:(1)to ensure information is practical,strengthen college students useful sexy knowledge;(2)Enrich information content to improve college students’ satisfaction;(3)Develop differentiated services based on user characteristics. |
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